NEW YORK: The US importer of Dom Perignon champagne has hired the Susan Magrino Agency to broaden market penetration for the upscale brand.
PR efforts will be directed at increasing the frequency of usage. The champagne now tends to be reserved for special occasions, noted Kai Rosenthal, VP of PR for importer Schieffelin & Somerset. "We would like consumers to think of it a little more often," Rosenthal said.
The agency will target the creative community, seeing it as the key influencer of consumers, said Michael Doneff, an EVP at Magrino. He is heading the five-person Dom Perignon team.
PR efforts will include media relations aimed at upscale lifestyle publications, reaching key influencers, and forming strategic partnerships.
Schieffelin is co-owned by Moet Hennessy Louis Vuitton and Diageo.